Think like your customer
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The world has changed a lot in the past decade. We have seen a shift of power to the consumer. Consumers today are highly connected and demanding. Rather than seeking information from the companies they do business with, they come armed with information and mobile devices that allow them to research any topic in an instant.So, whenever a customer interacts with an organization, it is vital that the richness of information available on that customer informs and guides the processes that will help to maximize their experience, while simultaneously making the interaction as effective and efficient as possible. IBM provides several important capabilities to help organizations make effective use of big data and improve the customer experience.
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Think like your customer
- 1. © 2015 IBM Corporation Click to edit Master title styleThink like your customer
- 2. © 2015 IBM Corporation The challenge: Understanding customers in a world of big data The challenge: Understanding customers in a world of big data The new requirementsThe new requirements IBM can helpIBM can help Next stepsNext steps Agenda
- 3. © 2015 IBM Corporation3 The Customer: your most important data domain Addresses & Contact Details Contracts & AccountsIdentifiers Relationships Order History Call Center Logs Unstructured Documents Social Media Sentiment Support History Email Text & Sentiment
- 4. © 2015 IBM Corporation4 But, uncertain and incomplete customer information leads to missed opportunities Increase campaign yields Improve privacy preference compliance Engage customers Increase average deal size Missed Opportunities Reduce average handling time Increase first-call resolution
- 5. © 2015 IBM Corporation #1: Simplify customer information for multiple audiences in a world of complexity#1: Simplify customer information for multiple audiences in a world of complexity 5 The new requirements BIG DATA& ANALYTICS SOCIAL BUSINESS ENTERPRISE MOBILITY CLOUD COMPUTING What? Create a holistic, connected picture of the customer Analyze social media to uncover sentiment about products and services Add value by optimizing every client interaction Deliver data and analytics in a contextually relevant view
- 6. © 2015 IBM Corporation6 The new requirements How? 01010101 #2: Incorporate both structured and unstructured information, from within and beyond the enterprise #2: Incorporate both structured and unstructured information, from within and beyond the enterprise Enhanced 360 degree view
- 7. © 2015 IBM Corporation7 The new requirements Hadoop Systems Information Integration & Quality How? Federated Discovery & Navigation Streaming Analytics Content ManagementMaster Data Management What’s needed for a base 360o view ? What’s needed for an enhanced 360o view ? #3: Use new technologies to manage new data types on a proven master data foundation #3: Use new technologies to manage new data types on a proven master data foundation
- 8. © 2015 IBM Corporation What products can I upsell this customer? What impact will inventory have on her? What marketing materials should I send? What should I know before calling her for renewal? What’s going on with this customer TODAY? How can we increase engagement with her? How can we get more customers like her? 8 An enhanced 360º view answers questions that require multiple systems Fusion of data from multiple systems enables deeper insights—not just facts Wiki Experts Social Media Fulfillment Support Ticketing External Sources CRM Supply Chain Email Content Mgt. DBMS
- 9. © 2015 IBM Corporation9 And…extends its value Better information delivered to front-line employees Increased customer loyalty and lifetime value Complete view of customer, accounts, products and more Real-time activity feed for instant updates Analytics delivered in context Discovery view Product view Account view Contact view
- 10. © 2015 IBM Corporation10 A sneak peek into the view Contact information from MDM and CRM Contact information from MDM and CRM List of past purchases by this contact from order tracking system List of past purchases by this contact from order tracking system Consolidated list of products owned based on account affiliation Consolidated list of products owned based on account affiliation Information about contact from external sources Information about contact from external sources Real-time activity feed shows new content and conversations from all sourcesReal-time activity feed shows new content and conversations from all sources Recent conversations from multiple sources: e.g., CRM, e-mail, etc. Recent conversations from multiple sources: e.g., CRM, e-mail, etc. Accounts associated with contact (past and present) Accounts associated with contact (past and present)
- 11. © 2015 IBM Corporation11 It makes a difference in all industries Optimize every customer interaction by knowing everything about each customer Industry Examples Retail marketing optimization Telco customer churn reduction Insurance customer service enhancement Government service delivery to citizens Travel and transport loyalty marketing Financial Services Next Best Action and customer retention
- 12. © 2015 IBM Corporation12 Trusted, consistent master data is the foundation Match Match information at big data scale Score Score accurately via probabilistic statistics Master Create a trusted, consistent, reliable master view
- 13. © 2015 IBM Corporation13 Probabilistic matching and search engine: InfoSphere MDM Optimizes data for statistical comparisons Finds all the potential matches Scores accurately via probabilistic statistics Supports custom threshold settings The IBM Difference
- 14. © 2015 IBM Corporation14 Correlate & combine all data sources to unearth unique relationships Understanding big data is critical to success Explore Analyze Understand Discover and navigate all big data repositories – internal and external sources Analyze and compare trillions of data records from structure and unstructured sources
- 15. © 2015 IBM Corporation15 Unstructured DataContent Mgt Systems Enterprise Systems & Content Stores Databases Data Warehouses SCM SOA, ESB, Web ServiceWeb RSS Feed ____________ Social Media Unstructured Structured In-place analysis and correlation of big data assets Explore, analyze, understand information: IBM Watson Explorer Enterprise Unstructured Sources
- 16. © 2015 IBM Corporation16 Integrating and transforming big data and content to deliver accurate, consistent, timely and complete information Data Integration & Quality: InfoSphere Information Server Information Integration and Governance Metadata, Business Glossary and Policy Management and Entity Analytics Data Quality Master Data Managemen t Privacy & Security Data Lifecycle Manageme nt Information Integration Transform Enable massively scalable data movement Move data in batch and real-time Visualize data and drill into runtime analytics Create & maintain quality Analyze and validate data Cleanse data Establish rules and manage data quality Understand & govern Use information blueprints Discover relationships across data sources Map IT-to-business language Deliver Deliver accurate data to any system Integrate data from any target or system Leverage Hadoop and big data
- 17. © 2015 IBM Corporation17 The Power of Hadoop: InfoSphere BigInsights WATSON FOUNDATIONS Decision Management Planning & Forecasting Discovery & Exploration Business Intelligence & Predictive Analytics Content Analytics Information Integration & Governance Data Mgmt & Warehouse Hadoop System Stream Computing Content Management WATSON FOUNDATIONS Decision Management Planning & Forecasting Discovery & Exploration Business Intelligence & Predictive Analytics Content Analytics Information Integration & Governance Data Mgmt & Warehouse Hadoop System Stream Computing Content Management WATSON FOUNDATIONS Decision Management Planning & Forecasting Discovery & Exploration Business Intelligence & Predictive AnalyticsBusiness Intelligence & Predictive Analytics Content Analytics Information Integration & Governance Data Mgmt & Warehouse Hadoop System Stream Computing Content Management Basis: Open source & IBM technologies Large-scale, low-cost storage Enterprise integration : Complements and extends existing capabilities Production-ready with tooling for analysts, developers, administrators Tools for rapid deployment Analytical platform for persistent big data Landing and exploration zone for all types of customer data Low-cost processing power Enablement of deeper analytics Accelerators for social media analytics and other key capabilities Integration with InfoSphere MDM and Watson Explorer Support for enhanced 360º view Provides a virtually limitless, low- cost, persistent storage and parallel processing capability for customer data
- 18. © 2015 IBM Corporation18 Real-time Analytics: InfoSphere Streams Harness and process streaming data sources Select valuable data and insights to be stored for further processing Quickly process and analyze perishable data, and take timely action Analytical platform for data in motion Delivery of information at the instant it is needed Continuous processing of fast-moving customer data Instantaneous insights into customer activities, sentiment and location Support for enhanced 360º view A real-time response/action capability based on continuously analyzing all available data WATSON FOUNDATIONS Decision Management Planning & Forecasting Discovery & Exploration Business Intelligence & Predictive Analytics Content Analytics Information Integration & Governance Data Mgmt & Warehouse Hadoop System Stream Computing Content Management WATSON FOUNDATIONS Decision Management Planning & Forecasting Discovery & Exploration Business Intelligence & Predictive Analytics Content Analytics Information Integration & Governance Data Mgmt & Warehouse Hadoop System Stream Computing Content Management WATSON FOUNDATIONS Decision Management Planning & Forecasting Discovery & Exploration Business Intelligence & Predictive AnalyticsBusiness Intelligence & Predictive Analytics Content Analytics Information Integration & Governance Data Mgmt & Warehouse Hadoop System Stream Computing Content Management
- 19. © 2015 IBM Corporation19 Organizations Reap Benefits from the IBM Approach Client Clients Needs Success Proof Points Tier 1 Mobile Service Provider Reduced average handle time Increased first call resolution Increased Net Promoter Score Financial Services Group Saved US$10M annually Increased market share Improved app performance Leading Insurance Provider Improved retention of agents Reduced AHT by 3 seconds Saved US$11M in costs State Department of Human Services Improved quality of service Improved eligibility management Reduced duplication issues Improve service and customer satisfaction while controlling cost in contact center Improve service delivery to citizens with a single view Provide 24,000 agents a single view of customers and products Improve targeted marketing and cross- selling with single customer view
- 20. © 2015 IBM Corporation20 The IBM Enhanced 360º View Solution IBM is the only vendor who combines these technologies for an enhanced 360º view. Watson Explorer ECM InfoSphere BigInsights InfoSphere Streams InfoSphere Master Data Management InfoSphere Information Server 01010101
- 21. © 2015 IBM Corporation21 Making each investor feel like #1 Large brokerage and financial services firm Leading provider of workplace and individual retirement savings plans, mutual funds and other financial products for millions customers Secure access to over 30 different silos to empower agents to engage high- value customers to promote up-selling and cross-selling 21
- 22. © 2015 IBM Corporation22 Recognized leader across key capabilities: In analysts’ market assessments In analysts’ market share estimates IBM Leadership in Delivering Enhanced 360º View of the Customer Master Data Management & Information Integration Big Data Visualization, Discovery & Exploration Analytics
- 23. © 2015 IBM Corporation23 Before Relying on Key Data About Your Customers, Make Sure You’re Confident
Editor's Notes
- Organizations maintain and integrate customer and product data across many different applications and business processes with each source system creating, updating and maintaining data in its own unique way. The result is no single, unified "version of truth" about the business, causing organizations to miss opportunities to exploit competitive advantage. In this presentation, learn how IBM InfoSphere helps organizations create governed, trusted views of their data assets, including big data, thereby helping to improve business results, lower costs, reduce risk, and increase strategic agility to meet current and future business needs.
- We have seen that individual systems can answer basic questions like what products a customer has purchased, what support issues they might have open and so forth. An enhanced 360º view will give you much more efficient access to this kind of information. However, the really important questions often require information from multiple sources. This is where the enhanced 360-degree view provides unique capability. For example, What products I should up-sell to a customer is a complex issue, based on past purchases, current problems and challenges, perhaps the customer’s own buying cycle, etc. Sensitivity to all of these could be key to not only selling more products but building a long-term relationship. Similarly, impact of inventory, knowing what marketing materials to send, knowing all about the customer’s situation before calling … etc., etc., are not answered by one single system. But having a 360 degree view can help employees know all of these things when engaging the customer without undue searching and shifting among applications.
- An enhanced 360-degree view of the customer isn’t just about delivering information about a specific customer. In addition to information about an individual customer, this solution typically incorporates information about accounts, which is critical in a business-to-business context; also, information about products; and it also provides a “discovery” view that can be used to freely navigate all types of data to support better customer interactions. All of these views may incorporate analytics that are contextually relevant to the customer, product or account being viewed. The benefits are A deeper understanding of customers Better information delivered to front-line employees And Increased customer loyalty and lifetime value
- Here is an example of how the enhanced 360º view of the customer, created on a foundation of IBM Watson Explorer and Master Data Management, brings this information together. This view of a customer consolidates information from many different sources, both inside and outside the organization. The Watson Explorer app combines information in context from MDM, CRM, content management, supply chain, order tracking database, e-mail and many more systems to give a 360º view of the client so the user doesn’t have to log into and search multiple different systems. Without solid MDM in place, these systems would lack consistency and the 360 view would be suspect at best. In this example, the customer of a financial services firm can be seen from all angles to enable better engagement. In this view, “widgets” present information about the customer, product or other entity that is being viewed. [click] Basic contact information from the MDM and CRM systems. [click] All of the accounts associated with the contact’s main account record are also shown [click] There’s information about the contact from external sources that give additional insights into her background [click] In the center of the screen we can see all of the products this contact purchased [click] The user can also see what products her organization has purchased, so they don’t try to sell something that her organization already owns [click] A “Recent Conversations” widget shows the most recent communications with the customer. [click] Based on what products the customer has purchased and other characteristics, a recommendation engine can provide suggested offers for this customer [click] And finally, an Activity Feed shows what’s going on with this customer in near real time. This is just an example … there are many different possibilities. For example, Analytics from BigInsights, Streams and IBM’s BI products can also be shown in this view, with the context of the analytics defined by the information displayed in the application. The experience is designed to enable users who deal with customers or customer data to perform their jobs better. The relevant information is presented in a way that frees the user from having to constantly search for information. Invisible to the user, multiple searches are executed behind the scenes to compose this view. That means the user is free to focus on creating a better experience for the customer, make better decisions and perform other elements of his or her job.
- Earlier, [insert speaker name] spoke about five key, compelling “use cases” for big data. I’m going to focus on the Enhanced 360-Degree View of the Customer. Clearly, gaining a full understanding of customer—what makes them tick, why they buy, how they prefer to shop, why they switch, what they’ll buy next, what factors lead them to recommend a company to others—is strategic for virtually every company. IBM’s own Institute for Business Value report “Real-world use of big data” cites as its #1 recommendation that organizations should focus their big data efforts first on customer analytics that enable them “to truly understand customer needs and anticipate future behaviors.” That’s why one of the top solutions we’re pursuing in the big data field is what we call “enhanced 360-degree view of the customer”. The goal of this solution is to enable clients to: Create a holistic, connected picture of the customer Mine all existing and new sources of information Analyze social media to uncover sentimentabout products Add value by optimizing every client interaction Deliver data and analytics in a contextually-relevant view In addition to these analytics that give strategic insights into customer behavior, the importance of the 360°view extends to the front-line employees. Forward-thinking organizations recognize the need to equip their customer-facing professionals with the right information to engage customers, develop trusted relationships, and achieve positive outcomes such as solving customer problems and up-selling and cross-selling products. To do this they need to be able to navigate large amounts of information quickly to zero in on what’s needed for a particular customer. As you’ll see in a moment, this is very synergistic with IBM’s big data approach.
- So how does a customer take advantage of all those different types of data sources with Watson Explorer? Think of three things. Explore, Analyze and Understand. So what you are going to realize is, as we talk more, is that Watson Explorer simplifies how line of business users, whether it’s researchers, call center employees, executives, data scientists or otherwise -- can navigate and explore all of the different data repositories and really understand what they have. Next, Watson Explorer makes it easy to analyze the data from these structured and unstructured repositories leading right into understanding the relationships of the data from these various sources. This results in analytics that allow users to gain insights from across their data assets. So the key takeaway is -- getting started on a successful big data journey is critical for customers and the best way to do that is to explore and analyze the data and then begin virtually integrating and correlating the data together. Quick wins, quick value. Those are the best ways to get a big data project started in an organization.
- InfoSphere MDM provides native capabilities for the cleansing, matching, linking and semantic reconciliation of customer master data from different data sources to create and maintain the “golden record.” The IBM approach to quality management for customer data includes: • Utilization of sophisticated algorithms to understand customer data and its relationship to other records • Probabilistic and deterministic matching to correlate records
- So how does a customer take advantage of all those different types of data sources with Watson Explorer? Think of three things. Explore, Analyze and Understand. So what you are going to realize is, as we talk more, is that Watson Explorer simplifies how line of business users, whether it’s researchers, call center employees, executives, data scientists or otherwise -- can navigate and explore all of the different data repositories and really understand what they have. Next, Watson Explorer makes it easy to analyze the data from these structured and unstructured repositories leading right into understanding the relationships of the data from these various sources. This results in analytics that allow users to gain insights from across their data assets. So the key takeaway is -- getting started on a successful big data journey is critical for customers and the best way to do that is to explore and analyze the data and then begin virtually integrating and correlating the data together. Quick wins, quick value. Those are the best ways to get a big data project started in an organization.
- The key point of this slide is that Watson Explorer does what we call in-place analysis and correlation of assets. So Watson Explorer doesn’t “move” data, the system of record still remains where the data come from. Deals Both unstructured and structured data Virtually correlates structured data with unstructured data – so for example tying together a recent order by a particular customer with that persons tweet, or tying together an insurance claim with some other event like a call center record.
- IBM InfoSphere Information ServerEverything you need to integrate heterogeneous information and deliver it when and where it is needed The Key Components of the Integration platform - The products and the product names you may be familiar with are.. Information Server and Foundation Tools They fall broadly into 4 categories of functionality: Understanding – starting with blueprinting, mapping out a blueprint for your information project like single view and all the related components so that from a requirements and blueprinting point of view everyone’s on the same page and you can easily map that into actual integration project work. Automated Discovery – the ability to go into source systems, understand information, understand some of the transformation rules and logic among business objects and bring that into the integration platform Business to IT term glossary – Business term definitions and having a common vocabulary (a common language) for many IT terms for the exact same thing. So taking something as common as an address, the first line of an address – it could be referred to as many different short names in many different systems and we need to have one common business term that refers to that. Cleansing – Standardization is a big part of the cleansing component. So getting data in a standardized format so that we can all agree what that standard format is and use it. Matching – the ability to match data, to transform it and in some cases to consolidate it before it is delivered to a target system. And.. Information Analysis – profiling of source systems, and understanding information quality before beginning the integration project. Transformation – Extract, Transform and Load with massively scalable and parallel processors are part of our ETL engine. Job Visualization as well, the ability to visualize jobs and to build that data stage and transformation job .Another key component is change data capture and replication components to deliver information through replication and change data capture from source database to target database. Delivery - we also have application connectivity packs, Information as a Service, so that integration and quality components can be consumed as a service in the larger information architecture. And leveraging Hadoop and Big Data so that this information can be transformed and governed for single view usage
- BigInsights is IBM’s Hadoop distribution, which manages and analyzes persistent Big Data. It’s based on open source and IBM technologies. Some of the characteristics that distinguish BigInsights include its built-in support for analytics, its integration with other enterprise software, and its production readiness. BigInsights supports the Enhanced 360-degree View of the Customer by providing a virtually limitless, low-cost, persistent storage and parallel processing capability.
- Business imperatives require a real-time response/action based on analyzing all available data continuously. This can be especially true when dealing with customer data and interactions, where seconds can make the difference between a sale or no sale or between a happy or disgruntled customer. Many data sources such as GPS data reflecting a customer’s location are constantly changing. Consider a telecommunications provider. InfoSphere Streams is used by many of the world’s top telecommunications providers to improve network quality, reduce fraud, prevent dropped calls and improve client satisfaction in real time. In the era of big data, it isn’t always cost-effective or practical to store and then analyze all enterprise data in a data warehouse or Hadoop system. Decision makers need answers immediately to respond to rapidly changing, high speed data. The goal is to beat the competition and ensure client retention. This is where InfoSphere Streams add value. InfoSphere Streams addresses three key client requirements. Harness and process streaming data sources Select valuable data and insights to be stored for further processing Quickly process and analyze perishable data, and take timely action
- Tier1 Mobile Service Provider http://www.ibm.com/common/ssi/cgi-bin/ssialias?subtype=AB&infotype=PM&appname=SWGE_IM_EZ_USEN&htmlfid=IMC14827USEN&attachment=IMC14827USEN.PDF (Implemented Watson Explorer) Financial Services Group Client name: Suncorp-Metway Ltd. (Suncorp) http://public.dhe.ibm.com/common/ssi/ecm/en/ytc03261usen/YTC03261USEN.PDF (Implemented InfoSphere MDM, Cognos, IBM Enterprise Marketing Management) Leading Insurance Provider http://www-01.ibm.com/software/success/cssdb.nsf/cs/JHUN-94H6Y9?OpenDocument&Site=corp&ref=crdb (Implemented Watson Explorer) State Dept of Human Services Client name: North Dakota Department of Human Services (DHS) Case Study PDF: http://www-01.ibm.com/software/success/cssdb.nsf/cs/WLIG-8BRLER?OpenDocument&Site=corp&ref=crdb (Implemented InfoSphere MDM)
- This global financial services firm serves millions customers worldwide providing workplace and individual retirement savings plans, mutual funds and other financial products. They have a strong web presence as well as a team of thousands of associates to assist and advise investors and plan administrators. With thousands of mutual funds and other financial instruments to keep track of, as well as individual client needs and preferences, establishing a close working relationship with high-value clients, while serving the needs of the larger group of small investors, can be a challenge. This client used IBM Watson Explorer to enhance their public-facing web presence to make it easy for clients to find and act on information quickly and easily. For direct interaction with clients, the firm uses Watson Explorer consolidate information from 30 different data sets. As a result their associates are able to focus their time and attention on listening to and acting on the needs of their clients rather than looking for information and assembling a view of the client while trying to remain engaged.
- Key Points We have seen that gaining an enhanced 360-degree view of customers requires more than simply a CRM system. You need Trusted data, well managed You need to be able to present that data to users in a unified view You need analytics to help understand the data You need the ability to do all of this at big data scall IBM is the only vendor that is a recognized leader in every one of these categories